Privilege is not just for the privileged

Boys and Girls Clubs of Canada is proud to launch a new public service announcement that demonstrates the crucial work our Clubs do to better the lives of children and youth across the country.

Developed for web, TV, cinema, and print, the PSA takes a stand against the use of “underprivileged” to describe the communities we serve.

We know kids’ lives are tough. They face challenges across all spectrums—physical, mental, emotional—and many of these challenges can arise regardless of economic background.

Working with Toronto-based idea shop Mackie Biernacki, we chose the concept “Kid of Privilege” because at our Clubs, young people are provided opportunities that they might not be able to access outside our walls. With our core values—Belonging, Respect, Encouragement & Support, Working Together, and Speaking Out—Boys and Girls Clubs empower every kid to succeed.

“We no longer want to be Canada’s best kept secret,” says Mathieu Chantelois, VP of Marketing & Development, Boys and Girls Clubs of Canada. “For over a century, we have offered everything a young person needs to be successful—safe places, caring adults, critical programs and services, and more. And the result? 69% of Club alumni say that the Boys and Girls Club saved their life.”

“The idea of privilege is often attributed to that of private school, or money,” says Steph Mackie of Mackie Biernacki. “But it’s really about creating environments that remove insecurities and build up confidence in kids. And that’s what Boys and Girls Clubs foster.”

Tailored to the needs of their communities, Boys and Girls Clubs offer safe spaces where kids are welcomed, inspired, and supported during critical out-of-school hours. And at our Clubs, every kid is a Kid of Privilege.

Available in English and French, we are thrilled that the PSA will be shown on Corus-owned stations across the country and in Cineplex theatres in the fall.